Consumer Acceptance of Biobased and "Green" Household Products Set to Rise

A new consumer research report demonstrates the market potential in North America for biobased and “green” household products with environmental benefits. The Genencor Household Sustainability Index found that four in 10 American consumers and about one-third of Canadian consumers already have heard of the term “biobased” to describe products or product ingredients used in cleaning and personal care products, clothing, and fuels such as ethanol and biodiesel.

Most consumers also readily accept that biobased products offer sustainability benefits. According to the survey, more than two-thirds of Americans and Canadians said biobased ethanol for vehicles, laundry and dish detergents, and clothing made with biobased enzymes are definitely or likely green. About eight in 10 consumers in both countries said they would definitely or likely purchase biobased household products instead of non-biobased products if comparable on cost and effectiveness.

“The findings indicate that consumers are prepared to actively choose biobased products, especially those consumers who are familiar with green products and are generally confident about their environmental claims,” said Tjerk de Ruiter, CEO of Genencor, a biotechnology company that makes enzymes used in nearly 400 consumer and commercial products, including many green household materials. “Biotechnology has both a valuable legacy and an important role ahead in creating a more sustainable world.”

With skyrocketing gas prices and growing enthusiasm for products that are better for the environment, biobased products can provide an affordable and beneficial alternative to petroleum-based chemicals used in packaging and a range of household products. Today, there are thousands of consumer products made with bio-ingredients. In fact, the U.S. Department of Agriculture (USDA) estimates that there are 20,000 biobased products currently being manufactured in North America.

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